food and beverage trends in 2024

2023 is a year full of transformations and unforeseen events, ultimately giving rise to Studio Cibo in 2024. Had been staying in Milan for over a year and attained a Master’s degree in Food Design and Innovation, my mind and spirit have been enriched by a plethora of ideas and encounters. In light of this, I have curated a selection of forecasted food and beverage trends for 2024, hoping to engage in an exchange of ideas with each of you, inspiring your developments in the year ahead.

2023是充滿變化的一年，也造就了 Studio Cibo 在2024年的誕生。在米蘭旅居一年並從食物設計碩士畢業後，腦袋和心靈都吸收了豐富的想法和經歷。因此，我整理了一些自己認為在 2024 年可能會出現的餐飲趨勢，並期望與大家交流這些想法，為大家在未來一年的發展方向帶來一點點啟發。

01 | experience is the main consumer product
體驗成為主要賣點

Immersive experience has been a hot topic in recent years, when comes to dining table, it can better deliver messages from chefs and curators through the whole dining experiences. Consumers put more emphasis and attention in the dining experience more than only the food itself. Restaurants and food establishments are increasingly incorporating interactive elements into their dining experiences to engage and delight customers, like chef-led cooking classes, DIY meal kits and immersive dining events where patrons can participate in the cooking process or interact with performers and storytellers.

Pop-up restaurants, food trucks, and temporary food events offer unique and ephemeral dining experiences that appeal to consumers' desire for novelty and excitement. These limited-time experiences often feature innovative menus, collaborative partnerships, and immersive themes, providing customers with an opportunity to discover new flavours and concepts. Le Petit Chef is a perfect example of integrating immersive dining experience and temporary event period – which allows global consumers to keep their curiosity and anticipation towards this special food event.

As travellers seek authentic and memorable experiences, food tourism and culinary travel have become increasingly popular. Food lovers travel to different cities just to enjoy a Michelin 3-stars experience after a few years await. Wineries also offer wine tasting experiences and vineyard hotel experiences. Culinary tours, food festivals, and farm-to-table dining experiences allow consumers to explore different cultures, cuisines, and culinary traditions while creating lasting memories.

沉浸式體驗近年來成為熱門話題，在餐飲業中更是如此。這種體驗能更好地傳達廚師和策展人的訊息，提升整個用餐體驗的品質。隨著消費者對飲食要求和期待不斷提高，他們對用餐體驗的重視與關注也超越了食物本身。越來越多的餐廳和餐飲場所將互動元素融入用餐體驗中，以吸引和取悅顧客。例如，廚師主導的烹飪課程、DIY Kit 和沈浸式用餐活動，讓顧客可以親身參與烹飪過程或與表演者互動。

快閃餐廳、美食車和短期美食活動提供獨特而短暫的用餐體驗，滿足消費者對新奇和刺激的渴望。這些限時體驗通常以創新菜單、合作夥伴關係和沈浸式主題為特色，為顧客提供發現新口味和概念的機會。 Le Petit Chef 是將沉浸式用餐體驗與臨時活動時段相結合的完美典範，讓全球消費者對這一特殊的美食盛會保持好奇和期待。

隨著旅客尋求在地、獨特而難忘的體驗，以餐飲體驗為主導的旅行變得越來越受歡迎。美食愛好者前往不同的城市，只是為了在等待數年後享受米其林三星的預約體驗。酒莊還提供品酒體驗和葡萄園酒店體驗。美食遊、美食節和從農場到餐桌的用餐體驗讓消費者探索不同的文化、美食和烹飪傳統，同時創造持久的記憶。

02 | small portion is the protagonist
小份量成為主流

Gone are the days of oversized servings dominating our plates. Restaurants highlighting small plates like Selma from Copenhagen, Sala de Despiece from Madrid and Gold from London, have shown increasing hit among food lovers. In 2024, the mantra is quality over quantity, with small portions emerging as the protagonist of dining experiences. Embracing the concept of mindful eating, consumers are gravitating towards smaller, more curated servings that allow them to savour each bite and indulge without overindulging.

Compare to the long set menus and large portions, consumers are more tend to personalisation of their dining table with appropriate budget. This trend not only promotes portion control but also encourages experimentation with diverse flavours and ingredients in compact, enticing packages. It also allows restaurants in approaching more potential consumers who want to have a light try by making their own combination and portion-control.

餐桌上盛大份量的日子已成過去，取而代之的是對小份量菜式的青睞。哥本哈根的 Selma、馬德里的 Sala de Despiece 和倫敦的 Gold 等以小份量菜式為主的餐廳，越來越受到美食愛好者的歡迎。 2024 年在品質重於數量的前提下，小份量成為用餐體驗的主角。消費者傾向於選擇更精緻恰當的份量、更多元化配搭的菜單，以細細品味每一口美食，並在不過度放縱的情況下盡情享受。

相較於長套餐和大份量的菜餚，消費者更喜歡在能夠控制預算的情況下，自由組合個性化的餐桌配搭，並選擇各種不同口味。Small Plates 的餐飲模式降低了消費者嘗試新事物的門檻，有利餐廳透過消費者的自由菜式組合和份量控制，來吸引更多潛在消費者。

03 | family tables becomes the new spotlight of food market
家庭餐桌成為市場焦點

Amidst changing dynamics and lifestyle shifts after the pandemic, home tables are reclaiming their spotlight in the food market. Survey also found that 72% of respondents reported cooking at home more often than before the pandemic. With more individuals and families opting for home-cooked meals and intimate gatherings, there's a growing demand for artisanal ingredients, gourmet meal kits, and premium dining experiences tailored for the home setting.

As the boundaries between restaurant-quality cuisine and homemade fare blur, chefs and food artisans are crafting innovative products and culinary experiences designed to elevate dining experiences within the comfort of one's home.

Home-cooking and homecafe are also becoming a norm on social medias. Platforms like Instagram, TikTok, YouTube and Pinterest have seen a surge in engagement with cooking-related content, including recipe sharing, cooking tutorials, and meal preparation tips. This suggests increased interest and participation in home cooking activities. Cooking becomes a personal statement but not just for fulfilling hunger.

In light of the trend where consumers increasingly opt to cook at home and reduce dining out, F&B companies must strategise to increase their importance in family tables. Beyond the popularity of take-out and delivery services in recent years, there lies an opportunity to explore diverse interactive product forms and promotional channels. By enabling consumers to engage with their offerings while cooking at home, F&B operators can forge connections and unlock fresh business prospects.

隨著疫情的過去，消費者的生活模式和飲食習慣正在不斷演變，而家庭餐桌正成為食品市場的焦點所在。研究顯示，有72%的受訪者表示，他們現在比疫情前更經常在家烹飪。隨著越來越多的人選擇在家中享受美食，和親朋好友共聚一堂，對於手工食材、外帶美食套餐以及針對家庭用餐環境而設計的高品質餐飲體驗的需求也在不斷增長。

“Home-cooking” 和「在家咖啡廳」也成為社交媒體上的熱門話題。無論是Instagram、TikTok、YouTube 或者 Pinterest，與在家烹飪相關的內容參與度都大幅增加，包括食譜分享、烹飪教學、ASMR、廚具用品介紹等。這反映了消費者對於在家烹飪的興趣和參與度的提升。對於他們來說，烹飪不僅僅是為了滿足生理上的需求，更是一種表達自我的生活態度方式。

鑑於消費者越來越多地選擇在家做飯並減少外出用餐，飲公司必須制定策略，提高其在家庭餐桌上的重要性。除了近年外送服務的普及之外，還有機會探索多樣化的互動產品形式、各類型合作活動以及社交媒體促銷管道。透過讓消費者在家做飯時能夠接觸到他們的產品，餐飲業者可以建立聯繫並釋放新的商業前景。

04 | rise of importance in the use of mushroom
菇菇菇

Mushrooms can be discovered across different medias – from Issue #01 of Das S Magazin, Vienna’s first food magazine, to exploration of mycelium’s architectural potentials in Venice Architecture Biennale 2023 by London-based research group PLP Labs. Mushrooms are emerging as a versatile and nutritious ingredient, captivating both chefs and consumers alike. Beyond their earthy flavour and meaty texture, mushrooms boast a myriad of health benefits, including immune-boosting properties and potential anti-inflammatory effects.

In 2024, expect to see mushrooms take centre stage in various culinary creations, from plant-based meat alternatives to gourmet dishes and functional food products. Whether sautéed, roasted, or incorporated into innovative recipes, mushrooms are poised to make a flavourful impact on menus and grocery aisles alike.

最近在不同媒介也不約而同地發現蘑菇的蹤影，從維也納第一本美食雜誌《Das S Magazin》第 01 期，到倫敦研究小組 PLP Labs 在 2023 年威尼斯建築雙年展上探索菌絲體的建築潛力。蘑菇作為一種多功能且營養豐富的食材，其多變的潛力吸引了廚師和消費者。除了土味和肉質之外，蘑菇還具有多種健康益處，包括增強免疫力和潛在的抗發炎作用。

到 2024 年，預計蘑菇將成為各種烹飪創作的中心舞台，從植物性肉類替代品到美食和功能性食品。無論是炒、烤還是融入創新食譜中，蘑菇都將為菜單和雜貨店貨架帶來美味影響。

05 | zero-alcoholic!
零酒精喝得更舒暢!

If you find yourself still immersed in the lifestyle of indulging in various wines and spirits overnight, it may be time to reconsider your habits as they no longer align with current trends. People shows more awareness towards physical and mental health after the pandemic, GenZ prioritizes health, wellness, and mindful eating habits when making food and beverage choices. This shift in mindset has had a significant impact on the food and beverage market.

According to Forbes, a staggering 86% of Gen Z consumers consider their mental health to be just as important as their physical well-being when it comes to alcohol consumption. In response to this changing landscape, the non-alcoholic category is experiencing rapid expansion, with volumes projected to grow by 25% between 2022 and 2026.

Recent years have seen an increase of zero-alcohol options in the market, ranging from zero-alcohol sparkling beverages by San Pellegrino to non-alcoholic beers from brands like Heineken and Budweiser. Furthermore, notable events such as the Coachella music festival have embraced this trend by inviting California-based non-alcoholic brand The New Bar to participate for the first time in 2023. These show the new generation’s desire to get rid of the handover after a binge while enjoying the pleasure of drinking.

如果您仍然沉浸在整夜沉迷於一杯又一杯不同調酒烈酒啤酒、或者跟朋友週末狂歡喝醉的生活方式中，那你可能不再被認為是 in trend 一族了～疫情過後，消費者對身心健康的意識增強，GenZ 在做出他們的飲食選擇時，會優先考慮健康、保健、養生和正念的飲食習慣。這種消費思考模式的轉變對餐飲業市場產生了重大影響。

根據 Forbes 報導，高達 86% 的 GenZ 消費者認為，在飲酒方面，他們的心理和身體健康同樣重要。為了應對這種不斷變化的趨勢，非酒精飲料產品正在快速擴張，預計 2022 年至 2026 年間銷量將成長 25%。

近年來，市面上零酒精的選擇有所增加，從 San Pellegrino 的零酒精起泡飲料到 Heineken 和 Budweiser 等品牌的無酒精啤酒。此外，全球最大音樂節 Coachella 也順應了這一趨勢，於 2023 年首次邀請加州非酒精品牌 The New Bar 參加。這顯示了新一代渴望在狂歡後擺脫宿醉，同時享受飲酒的樂趣。

06 | special dietary habits are no longer minorities
個人化飲食需求

There has been a notable shift towards more inclusive and diverse dietary choices, propelled by consumer demand for healthier, sustainable, and culturally rich food and beverage options. With the rise of flexitarianism, gluten intolerance, celiac disease, and food allergies, there is a growing need for gluten-free and allergen-friendly food options, reflecting consumers' values of health and sustainability. It shows a market demand in terms of menu choices, food package design and beverage options.

The ketogenic diet has also gained popularity for its potential health benefits, including weight loss and improved metabolic health. This trend can be observed by the raise of options of keto snacks, low-carb bread and sugar-free beverages. This trend caters to consumers following the keto diet as well as those seeking to reduce their carbohydrate intake for health reasons.

在消費者對更健康、可持續和文化豐富的食品和飲料選擇的需求的推動下，飲食習慣選擇已顯著轉向更具包容性和多樣化。隨著對彈性素食主義、麩質不耐症、乳糜瀉和食物過敏關注的興起，對無麩質和無過敏原食品選擇的需求日益增長，這反映了消費者對健康和永續發展的價值。從這裡可以看到有關擬定菜單展示、食品包裝設計和飲料選擇的市場需求。

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